INEOS Go Humans Academy
Client
INEOS Hygenics
Services
Earned Media Relations
Social & Digital
Studio
Overview
In the post-pandemic landscape, INEOS Hygienics faced a challenge. Despite strong scientific credentials, its parent brand’s legacy in oil and gas made consumer trust hard-won. The brand needed to distance itself from corporate baggage, prove its purpose, and build emotional resonance, especially with families.
The brief
To do so, we had to reframe INEOS as a brand that understands the real challenges facing modern families. Instead of leaning on product-led hygiene messages, we needed to connect through purpose.
The brief was ambitious: create something that no other hygiene brand could credibly own. Something that supported the next generation and built genuine goodwill, while subtly reshaping how people saw the business behind the bottle.
The solution
We created the INEOS Go Humans Academy, a free, digital-first learning platform designed to build emotional resilience and life skills in young people.
Working with athletes, psychologists and role models, we developed short-form video content structured around real-life challenges: confidence, communication, problem-solving. These lessons filled the gaps left by traditional schooling and were crafted specifically for mobile-first, Gen A consumption with motion design, bold graphics, and no more than five minutes per video.
The impact
The digital campaign resulted in a 560% increase in reach and a notable gain of 3,000 organic followers. Our monthly average engagement rate soared to 0.35%, surpassing the category leader, Method.
Access to Lewis Hamilton as a brand spokesperson allowed us to secure quality earned media coverage across GQ, Evening Standard, Sunday Mirror, and The Sun. The campaign’s success showcased INEOS's innovative approach and ability to connect with a wider audience, solidifying their position as a leader in the household category. The series was made available on the INEOS website, YouTube and within a digital teaching portal. Each term introduced a new phase, and we partnered with the 1851 Trust to activate it directly within schools. Behind the scenes, we aligned everything with a broader brand repositioning: showing INEOS not just as a supplier of hygiene products, but as a champion of human performance and long-term wellbeing.
